La Bohème is a holistic skincare and beauty clinic located in Helsingør, Denmark, run by Julie. The clinic offers luxury facial treatments, connective tissue massage, foot care, brow and lash treatments, and waxing using exclusive product ranges. Clients are consistently described as the heart of everything the clinic does, and that same philosophy guided the approach to SEO optimisation.
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The challenge of La Bohème homepage
La Bohème had a functioning website, but it was not optimised to be found by new clients in search results. There was a lack of structured content matching what potential clients search for, a technical SEO setup that sends the right signals to Google, and social proof that builds trust in the clinic. The result was low organic visibility and an average search position of 27.8, far from the top results that generate real traffic and bookings.
Results 3 months after the optimisation
Source: Google Search Console. Comparison: most recent 3 months vs. the same period the previous year.
All four key metrics improved significantly – across clicks, impressions, click-through rate and average position.
✓ Total clicks: 118 → 131 (+11 %)
✓ Total impressions: 6,730 → 3,890 (−42 %)
✓ Average CTR: 1.8 % → 3.4 % (+89 %)
✓ Average position: 27.8 → 15.8 (+43 %)
The overall trend shows that SEO efforts have not only resulted in higher rankings, but also in more relevant traffic and greater visibility among the right customers.
The most telling improvement is the combination of lower impressions and higher click-through rates and click counts. This means that the page now appears for fewer but more relevant searches, and that a much larger proportion of those who see the page in the search results choose to click. That is exactly what good SEO optimization should do: not just generate traffic, but generate the right traffic.
An average position of 15.8 places La Bohème on page two of Google’s search results, which is close to the crucial first page where the majority of click traffic is found. With continued effort, the next step is to move onto page one for the most important search terms.
More clicks from Google
The number of organic clicks rose from 118 to 131, representing an 11% increase.
More clicks mean that more users are actively choosing to visit the website via Google. Although the growth in clicks wasn’t as significant as the improvement in rankings, it still shows that the SEO work has generated more relevant traffic and more potential customers.
Fewer impressions, but better quality
Impressions dropped from 6,730 to 3,890, which is a 42% decrease.
A drop in impressions isn’t necessarily a bad thing. In this case, it suggests that the website has become more targeted toward relevant searches. Instead of appearing in many less relevant searches, the website is now shown to users with higher relevance and a greater likelihood of clicking. Quality is more important than simply more impressions.
Significant improvement in CTR
CTR rose from 1.8% to 3.4%, which corresponds to an 89% improvement, nearly a doubling.
A higher CTR means that more users click on the website when they see it in Google’s search results. This indicates that keywords, page titles, and descriptions have become more relevant and better match users’ searches.
Stronger rankings in Google
The average position improved from 27.8 to 15.8, which corresponds to a 43% improvement.
A better ranking in Google means greater visibility and increases the likelihood of more clicks and customers. Moving from page 3 and further down toward the top of page 2 and closer to page 1 is an important development, as the top rankings typically generate significantly more traffic.
What does La Bohème have to say?
I’m happy with the collaboration I’ve had with Karina and Vester Marketing. I’ve gained more customers, and I look forward to our ongoing partnership – Julie / La Bohème
What was optimised
The site is well-designed, but there was no focus on SEO.
SEO copy and content structure
The website’s copy was rewritten with a focus on the search terms that potential clients in the Helsingør area use. Content was structured with clear H1, H2, and H3 headings, natural keyword integration, and text that speaks directly to the client’s needs, rather than simply describing the services.
SEO meta title and meta description
All pages’ meta titles and meta descriptions were optimised to include primary search terms, match the user’s search intent, and include a clear call-to-action that invites clicks. The meta title is now optimised for the search term ‘kosmetolog i Helsingør’ (beauty therapist in Helsingør), precisely what a new client searches for.
Images and video
Visual content is essential for a beauty clinic that sells an experience and a feeling. Images were compressed and given correct alt texts to support SEO. Video content was added to increase time on page and give visitors a realistic impression of the clinic’s atmosphere and treatments.
‘What my clients say’ – social proof
A dedicated section featuring client testimonials was built and placed strategically on the homepage and underwent a facelift. Authentic reviews from real clients significantly strengthen credibility, both for new visitors and as a signal to search engines that the page is active and valued.
Frequently asked questions (FAQ)
An FAQ section was added with answers to the questions potential clients ask before booking. Correctly structured FAQ sections can be featured directly in Google’s search results as rich results and increase the likelihood of visibility in AI-generated answers.
Technical SEO
The website’s technical setup was reviewed and optimised. This included correct configuration of sitemaps, robots.txt, canonical tags, and structured data (Schema.org), mobile-friendliness, and Core Web Vitals, ensuring Google can index and understand the page’s content correctly.
What this project reveals about Vester Marketing
At Vester Marketing, we help small and medium-sized businesses increase their online visibility through SEO and digital marketing. Our focus isn’t just on achieving higher rankings on Google, but on delivering measurable results through relevant traffic, more leads, and long-term growth.
For La Bohème, we worked on SEO optimization with a focus on relevant keywords, better visibility in Google, and a stronger digital presence. The goal was not just more views, but to attract the right visitors who are more likely to become customers.
Vester Marketing · Karina Vester Schultz
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